Lucid Motors Faces Trademark Challenge for "Gravity" SUV Name Ahead of Production

Lucid Motors, the electric vehicle (EV) manufacturer, is encountering a potential hurdle just months before the scheduled production of its Gravity SUV. Google Ventures-backed EV charging company Gravity Inc. has filed a “petition for cancellation” with the U.S. Patent and Trademark Office’s Trademark Trial and Appeal Board (TTAB), seeking to revoke Lucid’s trademark for the name “Gravity.”

Gravity Inc. alleges that Lucid’s use of the Gravity name could cause confusion among consumers, as the charging company uses it for EV charging services and has a history of operating a fleet of EV taxis. The petition challenges Lucid’s trademark and raises concerns about potential brand confusion.

This development comes at a critical time for Lucid Motors, which is currently grappling with customer acquisition challenges. The success of the Gravity SUV, set to commence production later this year, is pivotal for the company. Lucid, having faced a $2.8 billion loss in 2023, is now projecting production of around 9,000 cars in 2024, a significant decrease from earlier predictions.

Lucid has contested the petition, but in its recent annual filing with the Securities and Exchange Commission (SEC), the company cautioned investors that legal oppositions and challenges could be costly and adversely affect its ability to maintain the goodwill associated with a particular trademark.

While Lucid disputes the claims made by Gravity Inc., the EV manufacturer acknowledges the potential impact of legal proceedings on its trademark. In response to the petition, Lucid emphasized the distinct nature of its offerings, asserting that the sale of electrically powered automobiles is markedly different from Gravity Inc.’s alleged provision of hired car transport, passenger transport, and taxi services.

In a counterclaim, Lucid seeks to compel Gravity Inc. to relinquish its trademark, contending that the charging company abandoned its fleet business. Lucid argues that its brand could suffer damage due to Gravity Inc.’s existing trademark registration.

The outcome of this trademark dispute could have implications for Lucid Motors as it strives to establish a strong foothold in the competitive EV market. As the legal proceedings unfold, both companies will await a resolution that will impact the use of the “Gravity” name in their respective business endeavours.